Building anAudience theInbound WayCape Cod Theater CoalitionNovember 2012                             Presented by        ...
BethDUNN@bethdunnHubSpot User Experience
AGENDA 1   What is Inbound Marketing? 2   Identifying Your Personas 3   Defining Your Goals 4   Creating Content and Offer...
What Is    INBOUND1   MARKETIN    G
Search               engines, blogging and               social media have               fundamentally               trans...
But most organizations               still use outdated               marketing methods               that people         ...
Audiences everywhere                   are tough.                   They don’t have time to                   be browbeate...
They wantcontent & offers   that appealdirectly to them
Organizations that blog get55% morewebsite visitors.
57%of organizations that bloghave acquired anew customer that foundthem through their blog.
I get it. Fine.But where do I start?
Start by knowing   your target.
IDENTIFYING2   YOUR    PERSONA
Fictional Charactersthat Represent Your IDEAL Customers
Who Is Your Current Persona?1   Survey your current list2   Talk to your box office volunteers3   Interview a few active m...
Questions To Answer1   What is their day job?2   What does a day in their life look like?3   What problems do they face?4 ...
Questions To Answer1   Male or female?2   Age? Education?3   Income level?4   What restaurants do they enjoy?5   What TV s...
Persona Profile ChecklistPersona Detail        Questions to AskRole                  What is your job role? Your title?   ...
1. Start With Reality         Marie spent 20 years working as a teacher and now         volunteers at the local library. S...
2. Make It Fictional              Marketing Mary              VP, Director, or Manager of Marketing              Small or ...
Retiree Renee            Retiree Renee            67, lives in Harwich            2 kids, 5 grandkids            Active, e...
Student Sam              Student Sam              Nauset Sophomore              15 years old              Active in drama ...
Grandpa Gary           Grandpa Gary           Assisted living in Chatham           Fixed income           Likes cultural o...
Pull it all together.
DEFINING3   YOUR    GOALS
BE SMART
SMART Goal SettingS   SpecificM   MeasurableA   AttainableR   RelevantT   Timely
Bad Goals.     > I want more traffic to my website.     > My boss wants us to get more online ticket sales.     > I want m...
Good Goals.•   I want to change [X metric]•   among [Y persona]•   by [Z quantifiable amount]•   in order to [further some...
Good Goal #1.•   I want to increase memberships•   among Student Sam•   by 50%•   in order to double overall member number...
Good Goal #2.•   I want to increase annual fund donations•   among Retiree Renee•   by 20%•   in order to match operating ...
Good Goal #3.•   I want to increase senior summer ticket sales•   among Grandpa Gary•   by 40%•   in order to help us exce...
4   CREATE    CONTENT    AND OFFERS
Create contentthat appeals to  your target   persona
Create an offer that they will love.
Blog about your offer.
Add acall to action.
Link it to a landing page.
Give them the offer..
What should we offer?
What should we offer?• A map of nearby activities for kids (Renee)
What should we offer?• A map of nearby activities for kids (Renee)• Advice on how to give a killer audition (Sam)
What should we offer?• A map of nearby activities for kids (Renee)• Advice on how to give a killer audition (Sam)• A list ...
What should we offer?• A map of nearby activities for kids (Renee)• Advice on how to give a killer audition (Sam)• A list ...
REMEMBER 1   Keep It “Inbound” 2   Define Your Personas 3   State Your Goals 4   Create Content and Offers 5   Analyze You...
5   QUESTIONS
BethDUNN@bethdunn       THANK        YOU @bethdunn bdunn@hubspot.com 508-367-5019
Building an Audience the Inbound Way
Building an Audience the Inbound Way
Building an Audience the Inbound Way
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Building an Audience the Inbound Way

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  • Bio and back story
  • Really here to talk about audience building and fund raising for theaters, but in order to do that we need to get into the nitty gritty of Inbound Marketing. Not here to talk specifically about HubSpot’s software, not into sales, more about the theory and practice of inbound marketing. Software is execution, and that’s up to you. The principles can be applied no matter what software or systems you use.
  • Notice I say “offers” not “programming.” As a theater, your programming (plays, classes, workshops, ticketed events, etc.) are your “product.” If you were a small business and all you ever talked about was your product, people would think you were a major blowhard. You need to offer content – free content – that is of specific interest and value to your target audience, so that they come to trust and admire you enough to want to invest in your product. Remember, if you were a hardware store, you wouldn’t earn trust by plastering “BUY HAMMERS” all over your website. You’d earn trust by offering helpful advice about how to choose the right hammer for you, how-to videos on how to hand paintings so you don’t kill your plaster, blog posts about what else you can do with a hammer and why a person might want to invest in one (instead of constantly borrowing one from their neighbor). Helpful. Useful. Relevant. Free. And targeted to the type of people you know would be the right audience for you. So the first thing we need to do is identify our target personas. Only then can we create content that will turn them on.
  • Blogging helps you show up on top of search engine results like nothing else. Fact. Nothing else even comes close. You want to rank for “Cape Cod Children’s Theater? Blog about it twice a week for the entire off-season. Watch what happens.
  • Image http://www.flickr.com/photos/netzkobold/http://themetricsystem.rjmetrics.com/2010/01/26/new-data-on-twitters-users-and-engagement/RJMetrics January 26, 2010
  • One of the common mistakes companies and organizations make is to not narrow down their target enough. They try to be all things to all people, and thereby they often turn off (or just come off as vague and untrustworthy) to the very target population who should be raving about them. A narrow focus will get you a solid base of adoring fans. A broad focus will get you a semi-reliable pool of tepid attendees. Which would you rather have: fans or attendees? Which is more likely to become a member, donate to your annual fund, remember you in their will? Exactly.
  • And by identify your target persona, I mean really get into brass tacks about who this person is. Remember, you’re developing a composite sketch of a fictional character. It’s just like preparing for a role. Do some research, and then create a rich backstory.
  • You’re theatre people. You can do this.
  • You’re theatre people. You can do this.
  • At the end, I can give you links to the HubSpot Persona Workbook, which can walk you through the process in excruciating detail. Just ask me for the link at the end.http://www.hubspot.com/free-template-creating-buyer-personas/
  • You might have very solid reasons for focusing on one of these target personas. Remember, you did your research by asking who was already a big, big fan of yours. Start there – not with the people you WISH were your fans.
  • marketing maryowner ollieenterpriseerininternet ian
  • marketing maryowner ollieenterpriseerininternet ian
  • marketing maryowner ollieenterpriseerininternet ian
  • marketing maryowner ollieenterpriseerininternet ian
  • Write. It. Up. Present your personas to your entire team. Talk about them as if they were real (because they are).
  • Now you’re ready to define your goals.
  • I like to use the SMART framework for setting marketing and fundraising goals. It helps you focus on goals that are achievable, measurable, and realistic. All good things.
  • SMART is an acronym that stands for:(go through terms)Specific – is it tied to a number? Is the criteria simple?Measurable – Is it easy to understand if I am achieving this goal, or on track to achieve this goal?Attainable – Given the resources I have available to me (this could mean time, money, or something else), can I actually achieve this goal?Relevant – Is this goal relevant to an overall end result or higher level goal? Is it realistic to assume that if I perform the desired steps that I can achieve these results?Timely – is there a deadline around the goal – a specific time frame I want to achieve it in?
  • SMART is an acronym that stands for:(go through terms)Specific – is it tied to a number? Is the criteria simple?Measurable – Is it easy to understand if I am achieving this goal, or on track to achieve this goal?Attainable – Given the resources I have available to me (this could mean time, money, or something else), can I actually achieve this goal?Relevant – Is this goal relevant to an overall end result or higher level goal? Is it realistic to assume that if I perform the desired steps that I can achieve these results?Timely – is there a deadline around the goal – a specific time frame I want to achieve it in?
  • SMART is an acronym that stands for:(go through terms)Specific – is it tied to a number? Is the criteria simple?Measurable – Is it easy to understand if I am achieving this goal, or on track to achieve this goal?Attainable – Given the resources I have available to me (this could mean time, money, or something else), can I actually achieve this goal?Relevant – Is this goal relevant to an overall end result or higher level goal? Is it realistic to assume that if I perform the desired steps that I can achieve these results?Timely – is there a deadline around the goal – a specific time frame I want to achieve it in?
  • SMART is an acronym that stands for:(go through terms)Specific – is it tied to a number? Is the criteria simple?Measurable – Is it easy to understand if I am achieving this goal, or on track to achieve this goal?Attainable – Given the resources I have available to me (this could mean time, money, or something else), can I actually achieve this goal?Relevant – Is this goal relevant to an overall end result or higher level goal? Is it realistic to assume that if I perform the desired steps that I can achieve these results?Timely – is there a deadline around the goal – a specific time frame I want to achieve it in?
  • SMART is an acronym that stands for:(go through terms)Specific – is it tied to a number? Is the criteria simple?Measurable – Is it easy to understand if I am achieving this goal, or on track to achieve this goal?Attainable – Given the resources I have available to me (this could mean time, money, or something else), can I actually achieve this goal?Relevant – Is this goal relevant to an overall end result or higher level goal? Is it realistic to assume that if I perform the desired steps that I can achieve these results?Timely – is there a deadline around the goal – a specific time frame I want to achieve it in?
  • SMART is an acronym that stands for:(go through terms)Specific – is it tied to a number? Is the criteria simple?Measurable – Is it easy to understand if I am achieving this goal, or on track to achieve this goal?Attainable – Given the resources I have available to me (this could mean time, money, or something else), can I actually achieve this goal?Relevant – Is this goal relevant to an overall end result or higher level goal? Is it realistic to assume that if I perform the desired steps that I can achieve these results?Timely – is there a deadline around the goal – a specific time frame I want to achieve it in?
  • Now you have your target personas and your goals – who you’re targeting and what you want them, ultimately, to do. Now for figuring out how to get them to do it.
  • Difference between content and offer. Content is something you consume while you’re sitting at your computer. A blog post, a video. An offer is something of actual value that you get FOR FREE. It’s a GIFT. But of course you don’t actually get it for free, because it turns out you want it so much (it’s so compelling to you, the target persona), that you’re willing to fork over some personal info to get it. Therefore, OFFERS lie behind FORMS. The data you gather on forms allows you to better understand and segment your target personas, and to get better and better at giving them the stuff that they like. It is NOT just so that you can “build your list.”
  • Basically, a link to a landing page with a form on it. Once they fill out the form, that triggers an automatic email that gives them the Thing.
  • -when you’re not working on Visits-specific strategies, you can use these automatic email marketing campaigns to economize your time
  • Really here to talk about audience building and fund raising for theaters, but in order to do that we need to get into the nitty gritty of Inbound Marketing. Not here to talk specifically about HubSpot’s software, not into sales, more about the theory and practice of inbound marketing. Software is execution, and that’s up to you. The principles can be applied no matter what software or systems you use.
  • Building an Audience the Inbound Way

    1. 1. Building anAudience theInbound WayCape Cod Theater CoalitionNovember 2012 Presented by Beth Dunn
    2. 2. BethDUNN@bethdunnHubSpot User Experience
    3. 3. AGENDA 1 What is Inbound Marketing? 2 Identifying Your Personas 3 Defining Your Goals 4 Creating Content and Offers 5 Questions
    4. 4. What Is INBOUND1 MARKETIN G
    5. 5. Search engines, blogging and social media have fundamentally transformed the way people spend their money.Brian HalliganHubSpot Co-founder & CEO 6
    6. 6. But most organizations still use outdated marketing methods that people find intrusive and screen out.Brian HalliganHubSpot Co-founder & CEO 7
    7. 7. Audiences everywhere are tough. They don’t have time to be browbeaten by old fashioned advertising.Craig DavisChief Creative OfficerJ. Walter Thompson
    8. 8. They wantcontent & offers that appealdirectly to them
    9. 9. Organizations that blog get55% morewebsite visitors.
    10. 10. 57%of organizations that bloghave acquired anew customer that foundthem through their blog.
    11. 11. I get it. Fine.But where do I start?
    12. 12. Start by knowing your target.
    13. 13. IDENTIFYING2 YOUR PERSONA
    14. 14. Fictional Charactersthat Represent Your IDEAL Customers
    15. 15. Who Is Your Current Persona?1 Survey your current list2 Talk to your box office volunteers3 Interview a few active members4 Look at whatever data you have
    16. 16. Questions To Answer1 What is their day job?2 What does a day in their life look like?3 What problems do they face?4 Where do they go for information? What are their common objections to5 buying from you?
    17. 17. Questions To Answer1 Male or female?2 Age? Education?3 Income level?4 What restaurants do they enjoy?5 What TV shows do they watch?
    18. 18. Persona Profile ChecklistPersona Detail Questions to AskRole What is your job role? Your title? How is your job measured? What is a typical day? What skills are required? What knowledge and tools do you use? Who do you report to? Who reports to you?Company What industry or industries does your company work? What is the size of your company (revenue, employees)?Goals What are you responsible for? What does it mean to be successful in your role?Challenges What are your biggest challenges?Watering Holes How do you learn about new information for your job? What publications or blogs do you read? What associations and social networks do you belong?Personal Background Age, Family (married, children), EducationShopping How do you prefer to interact with vendors? (email, phone, inPreferences person) Do you use the internet to research vendors or products? If yes, how do you search for information?
    19. 19. 1. Start With Reality Marie spent 20 years working as a teacher and now volunteers at the local library. She uses a computer but doesn’t really get into Facebook – mostly she checks out websites and reads email. She likes to go exploring on the trails at the National Seashore and Audubon preserves, and when her grandchildren visit her she prefers to get active and outdoors with them. John is a high school sophomore who wants to pursue acting and film in college. He’s also involved in sports (track, soccer) and is a high academic achiever. He volunteers for a number of different organizations, but what he really wants is an internship that will give him solid work experience in theater.
    20. 20. 2. Make It Fictional Marketing Mary VP, Director, or Manager of Marketing Small or Mid-Sized Company
    21. 21. Retiree Renee Retiree Renee 67, lives in Harwich 2 kids, 5 grandkids Active, educated, professional
    22. 22. Student Sam Student Sam Nauset Sophomore 15 years old Active in drama club and band
    23. 23. Grandpa Gary Grandpa Gary Assisted living in Chatham Fixed income Likes cultural outings with friends
    24. 24. Pull it all together.
    25. 25. DEFINING3 YOUR GOALS
    26. 26. BE SMART
    27. 27. SMART Goal SettingS SpecificM MeasurableA AttainableR RelevantT Timely
    28. 28. Bad Goals. > I want more traffic to my website. > My boss wants us to get more online ticket sales. > I want more butts in seats, maybe 2x what I have now. Good Goals. > I want to increase total website visits 50% in the next 6 months so that I can sell more program advertising. > I want more student membership revenue. I want an average of 10 more per month over the next threemonths. > To hit my 2013 revenue goals, I know I need to bring inan average of 50 more full-price tickets each week than I
    29. 29. Good Goals.• I want to change [X metric]• among [Y persona]• by [Z quantifiable amount]• in order to [further some larger strategic goal]• and• my deadline for achieving this is [date].
    30. 30. Good Goal #1.• I want to increase memberships• among Student Sam• by 50%• in order to double overall member numbers this year• and• my deadline for achieving this is November 1.
    31. 31. Good Goal #2.• I want to increase annual fund donations• among Retiree Renee• by 20%• in order to match operating expenses this year• and• my deadline for achieving this is December 31.
    32. 32. Good Goal #3.• I want to increase senior summer ticket sales• among Grandpa Gary• by 40%• in order to help us exceed our annual revenue goals• and• my deadline for achieving this is Labor Day.
    33. 33. 4 CREATE CONTENT AND OFFERS
    34. 34. Create contentthat appeals to your target persona
    35. 35. Create an offer that they will love.
    36. 36. Blog about your offer.
    37. 37. Add acall to action.
    38. 38. Link it to a landing page.
    39. 39. Give them the offer..
    40. 40. What should we offer?
    41. 41. What should we offer?• A map of nearby activities for kids (Renee)
    42. 42. What should we offer?• A map of nearby activities for kids (Renee)• Advice on how to give a killer audition (Sam)
    43. 43. What should we offer?• A map of nearby activities for kids (Renee)• Advice on how to give a killer audition (Sam)• A list of local senior discounts (Gary)
    44. 44. What should we offer?• A map of nearby activities for kids (Renee)• Advice on how to give a killer audition (Sam)• A list of local senior discounts (Gary)• Merchandise (Who knows?)
    45. 45. REMEMBER 1 Keep It “Inbound” 2 Define Your Personas 3 State Your Goals 4 Create Content and Offers 5 Analyze Your Results
    46. 46. 5 QUESTIONS
    47. 47. BethDUNN@bethdunn THANK YOU @bethdunn bdunn@hubspot.com 508-367-5019
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